There are not many brands in Brazil investing on Branded Entertainment yet. When they do, usually it is merchandising in local soap operas and TV shows, but they're quite invasive and without any link with the content narrative. For that reasons, they do not create value for brands or become relevant to its consumers.The few successful Branded Entertainment initiatives in Brazil are not linked to content that already exists, so the brand must invest a huge amount of money in media to create awareness of their Branded Entertainment initiatives.

Our solution was to combine the habit that children have of watching cartoons over and over (parents know what this means!) with a successful character that was not yet associated with any other brand to establish our message and introduce this not-such-a -fun habit in the routine of children and parents.

We went after the producers of the Spotted Hen, a YouTube video channel that is a great hit with kids. The videos of the channel use simple animations, with charismatic characters and old children songs and that was already a great success. Our proposal was to use the power of that channel and of its characters to teach in a fun way, children to wash their hands and take advantage of its success to increase the audience.

In less than 7 months, the ‘Wash your hand’ video had more than 9.2m views. The video continues growing until now – which proves a consistency in the building of awareness for our message, and showing that it is not just a casual hit.

We got more than 8,500 ‘likes’ in the video, and received dozens of user generated videos from proud moms of their kids singing along and washing their hands.The internet wasn't big enough to our success: the Galinha Pintadinha creators decided to include our song in the new edition of the characters DVD - a best seller in Brazil - because of its success with kids.

The music also became a part of the Galinha Pintadinha musical show. They are traveling all over the country amusing children, and spreading the significance of washing hands.These results converted into business results for Lifebuoy, Brazil: despite investing 3x less money in media against its main competitor, Lifebuoy gained 2x more market share.Have you already washed your hands today?